"I Am Ready" Project - Nixi for Children
The Health Revolution Congress (HRC) was launched in May 2023 as a leading European meeting point for digital health. The Congress was created with the aim of bringing together global start-ups and stakeholders from hospitals and the pharmaceutical, investment and financial sectors to discuss new trends in digital health and to showcase the most advanced technological solutions in this field.
Promoted and organised by the non-profit association Barcelona Health Hub (BHH) with the support of the Catalan Government, Barcelona City Council and the Barcelona Chamber of Commerce, HRC is a showcase for cutting-edge technologies, new trends and future solutions in digital health, and it reinforces Barcelona’s position as a centre of innovation. In this first edition of the congress, BHH organised a meeting to present the project “I Am Ready” on the use of virtual reality glasses to reduce the level of anxiety in children who have to undergo radiotherapy treatments.
Virtual reality can help provide a better hospital experience and reduce anxiety about radiotherapy treatment in children with cancer. The “I Am Ready” project, promoted by the Ricky Rubio Foundation together with the startup Nixi for Children, aims to empower children suffering from cancer, avoid unnecessary sedation, reduce anxiety for the whole family and promote the humanisation of hospitals. “I Am Ready” includes a virtual reality kit (consisting of virtual reality glasses, a leaflet and a cuddly toy) that allows child cancer patients to “walk” through the hospital facilities and learn about the treatment they will receive from an animated character called Nixi.
The press conference had two objectives – firstly, to publicise how the partnership between the Ricky Rubio Foundation, Nixi for Children and Vall d’Hebron Hospital was conceived and developed and the results obtained through the project, and secondly, to highlight the work of Barcelona Health Hub as the driving force behind an ecosystem that fosters interaction between its more than 500 members, including start-ups, public and private health institutions, universities, large corporations and investors to accelerate the digital transformation of the health industry.
Finally, the ultimate goal of the campaign was to highlight this success story within the context of the HRC.
To manage the actions related to the media, Intermedia Comunicació was entrusted as Barcelona Health Hub's communication agency. The strategy was based on making the project known to the media through various actions with the aim of reaching the maximum possible audience. To this end, both the general media and the health, entrepreneurship and economic sectors were invited to the press conference, as well as the press, radio, television and digital media. News agencies were also invited to achieve maximum dissemination of successful objectives.
The press conference had a multiplying effect, and numerous interviews were subsequently arranged with those responsible for the project.
- Creation of a database of media outlets.
- Organisation of the press conference to present the Nixi For Children project with the Ricky Rubio Foundation, Vall d’Hebron Hospital and Barcelona Health Hub (one representative from each institution and the President of Barcelona Health Hub).
- Preparation and sending of a press release on the presentation of the study.
- Management of interviews and reports for press, radio, television and digital media.
The most significant results of the campaign were the high audience figures. Just among traditional media (television, radio, written press and digital), we achieved 85 mentions, with an audience of 214,464,888 people and an economic value of EUR 318,283. Due to the high audience figures and corresponding economic value, it is worth highlighting the news broadcasts in the general and specialised media, in addition to the specific recognition by La Vanguardia this year with one of its “green traffic lights” for Cristian Pascual, President of Barcelona Health Hub, in recognition of his initiatives, with an audience of 732,000 and an economic value of EUR 4,789, in addition to the resulting reputational value.
Circuit Festival 2024 (Matinée Group)
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